For 12 years, Lipault Paris has been adding color, style and fun to travel worldwide. From fashionistas to business professionals, there is a spinner, tote or weekender for any jetsetter – and within a reasonable price range. With a passionate fan base in France and throughout Europe, Lipault quickly made its mark in the U.S., cementing it as a brand notorious for putting the fun back into travel.
As a younger luggage player in the U.S. market, Lipault called on Hollywood (HWD) to help reach its target demographic of millennial, fashion-conscious consumers. With the launch of its Miss Plume Pink Gold metallic collection at the start of the summer, HWD suggested hosting a blogger dinner in its core luggage market of Fort Worth, Texas.
Because everything is bigger in Texas, including the blogger scene, HWD began its outreach to the ever-growing blogger base in the Dallas and Fort Worth areas. Save-the-dates were sent with an on-brand Parisian flair, inviting fashion, travel and lifestyle bloggers to join Lipault for a seated dinner at Piola restaurant’s outdoor garden in Fort Worth. (Tip: Save-the-dates made sure that our event was on the influencers’ radar well in advance).
Given the setting, it’s no surprise that HWD received an overwhelming response of excitement to celebrate the launch of Lipault Paris’ new collection. Twenty-two of Dallas and Fort Worth’s most influential bloggers RSVP’d, attended the event and enjoyed an evening of food, drinks, collection previews and even a flower-accented step-and-repeat. (Tip: It’s all in the details).
A few of the bloggers weren’t as familiar with the brand, but quickly became fans after getting their hands on the stylish luggage. Each blogger walked away with a piece of Lipault and a gift card promising them their desired piece of Lipault gear. (Tip: Influencers typically prefer to promote products they know and love, so let them experience your products and your brand firsthand).
Between Instagram stories and blog posts, the ladies were buzzing about Lipault minutes, hours, days, weeks and even months after the event. As a result, Lipault received beautiful content (not to mention, 40 pieces of coverage), generated brand awareness and told the Lipault story to a whole new audience – one they knew they needed to reach.
In addition to the elegant seated dinner, HWD proposed that one select blogger serve as spokesperson for Lipault, hosting a Q&A at a local retailer. After careful research, fashion blogger Lauren Vandiver of Vandi Fair, was selected to host a “Pack with Lipault” Q&A at Dillard’s in Fort Worth. As a well-known influencer and avid traveler, Lauren was the perfect person to be the face of the brand. (Tip: When it comes to a spokesperson, don’t just pick any influencer – conduct thorough research to ensure your chosen representative’s content aligns with the brand’s).
Lauren demonstrated her expert folding techniques, suggested a packing plan and gave consumers a glimpse of what it’s like to “Pack with Lipault.” Customers were also able to enter a drawing to win a free tote, which made them eager to learn more about the brand. (Tip: Sometimes, content IS king, and engagement is everything. Giveaways help!)
When it comes to planning blogger events, thorough research is a requirement. Making sure the setting, spokespeople and audience align with your goals is essential. As influencers continue to be leveraged by consumer brands across the globe, PR agencies and professionals alike should embrace influencer marketing as a powerful tool for brand awareness and content generation.